It’s easy—and therefore tempting—to post content on Instagram that’s shiny, pretty…and perfectly bland.

Particularly if your goal is sales. As a retailer, you’re forced to be conscious of avoiding messaging that could alienate potential consumers.

But while just-pretty pictures may have been enough to earn you a robust following in Instagram’s early days, users of the addictive platform are growing weary of beauty and glamour sans soul. They’re craving substance.

Brands giving it to them through smart, authentic-feeling writing and photography are gaining ground on Instagram—inarguably the most important social channel for jewelry and fashion brand and retailers.

It’s why stylish New York City bridal retailer Molly Rosen Guy (@stonefoxbride), whose posts delve into the struggles of single motherhood and divorce, has 114,000 loyal followers. And why Ban.do brand founder Jen Gotch (@jengotch), who’s been open about her mental health battles (she even sold nameplate necklaces with the words Depression and Anxiety), has 231,0000 followers.

The latest engaging truth teller to cut through the noise, and build a healthy following on the platform, is NYC-based jewelry designer Marla Aaron.

The designer began her Instagram journey by primarily letting her edgy, beautiful jewelry do most of the talking. But recently, Aaron herself has been dropping some awesome straight talk—sharing bits of her past and path from corporate day jobber to in-demand jewelry entrepreneur alongside wise, personal thoughts and advice free of filler and artifice.

She comes off as such a modern-day sage, she feels like the Cheryl Strayed (or Mr. Miyagi?) of the jewelry world—and her thoughtful, from-the-heart approach is both entertaining and brand-building. In just a few years, Aaron’s amassed a highly engaged following of more than 50,000.

Here are some of my favorite posts recently published on @marlaaaron:

 

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This morning I caught my husband staring at one of the newer and stranger elements of my ever expanding beauty routine. Baffled. I proudly announced that that one is the “final step of a geisha’a skincare ritual” He didn’t speak. Just raised his eyebrows and walked away. I mean literally what could he say to that insanity?! But that IS love literally…. acceptance. Even your wife’s totally tragicomedic obsession with beauty products. While I can argue that all jewelry is about love, the Di Me series is totally about love. Di Me means “tell me” in Spanish but an informal, intimate form of “tell me”. As in just tell me— no one else… even that you may want to be a geisha..some of the time. Or tell me anything. Made to order and hand engraved with plenty of time for the holidays. #dimeseries #chubbydimering #marlaaaronjewelry

A post shared by Marla Aaron (@marlaaaron) on Dec 2, 2018 at 7:51am PST

https://www.instagram.com/p/BqKcGuhh2Y5/

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This is a man wearing our Baby Meander lock. Yes we made a Baby one. In limited quantities and only on our website. I’m sharing it with you on a man. Because The Greek Key design in architecture was named for the river Meandros in ancient Greece— to take a wandering path. It also symbolizes unity and infinity. To meander is actually a wise thing to do! And giving men baby doses of wisdom is good and perhaps our duty as women. But just a little. Enough to be dangerous. And it’s not to say that women can’t wear them. By all means. In rose and yellow gold. #marlaaronjewelry

A post shared by Marla Aaron (@marlaaaron) on Dec 4, 2018 at 1:39pm PST

https://www.instagram.com/p/Bqx3ZRzhxVX/

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Laugh until you cry, dance until you’re ready to start a French whisky company, wear your jewels and your grandmother’s together, with abandon. Yes @allisonparc I chose the one where you were positively guffawing. Had to❤️ If you DON’T want your picture taken by me in the future, wear a beige turtleneck and frown. #emotionalhardware #marlaaaronjewelry

A post shared by Marla Aaron (@marlaaaron) on Nov 1, 2018 at 1:35pm PDT

Top: Jewelry designer Marla Aaron (via: @marlaaaron)

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